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Advertising Your Game

Advertising Your Game

Oct 09 2018, 1:42 PM PST 5 min

Roblox allows users to create ads to advertise their places, clothing, models, decals, etc. Ads are images that users upload. When the image is clicked, it goes to the thing that you are advertising.

Advertising is a good way to bring attention to the awesome thing you have just built. You may even be able to make money by buying ads for an item which other players may then purchase or visit.

How it Works

  1. Users like you create a good-looking ad for a specific place or item.
  2. Those advertisers bid an amount of Robux.
  3. When another user loads a page on roblox.com, the Roblox Auction code decides which ad(s) to show.

how-ads-work

Advertisers don’t buy ad space on Roblox. They bid for it in an auction. There is a limited amount of ad space to go around (we only show so many ads per day), so an auction is run and the players who are willing to pay more get more impressions.

In general, if you spend twice as much, you will get about twice as many impressions.

Example

Say there are 3 ads in the system (there will often be hundreds of ads in the system):

Ad Bid Amount
A R$ 50
B R$ 100
C R$ 300

A player loads up the Games page and we need to figure out which ad to show them. We actually pick one of A, B, or C at random — but we don’t give each ad equal odds. The chances that a specific ad is shown is equal to that ad’s bid, divided by the total bid for all ads in the system.

So, for example, the chances that A shows = 50 / (50 + 100 + 300) = 1 in 9

B, with a bid twice that of A, will show twice as often: 2 in 9

C, with the highest bid, will show about 6 times more often than A: 6 in 9

Ad Types

There are 3 different sized ads: banners, skyscrapers, and large rectangles. A banner ad can’t go in a skyscraper slot and vice versa. Thus, unlike the example above, there are actually 3 separate auctions going on at all times for each of the different sized ads.

There are different numbers of slots for each of the ad types on Roblox. For example, the large rectangle only appears on the Home and Profile pages. The banner, on the other hand, is on nearly every page. In theory this means that you should bid less on the large rectangle slots, because even if you win a large percentage of all rectangle auctions, you are still getting fewer relative impressions.

Advertising Terms

Here are some terms you should know:

Term Meaning
Impression Every time a user sees your ad, that is 1 “impression.”
Clicks Every time a user clicks on your ad, that is 1 “click.”
CTR CTR is short for “Click Through Rate.” Simply, it is the percentage of people who see your ad that also clicks on that ad (clicks/impressions). If everyone who sees your ad clicks on it, you have a CTR of 100%. Good ads have a high CTR. A high CTR means you are buying clicks for cheap. A low CTR means you have to show your ad to a ton of people to get many clicks, and that is expensive.
Run When you bid to display an ad, you are launching the ad on a “run.” Currently all runs last for 24 hours.
Banner A banner ad is a 728×90 pixel ad.
Skyscraper A skyscraper ad is a 160×600 pixel ad.
Large Rectangle A large rectangle ad is a 300×250 pixel ad.
Ad Campaign An “ad campaign” is a series of ads that are all advertising the same thing. The Roblox ad system doesn't support campaigns specifically.
CPC CPC is short for “Cost Per Click.” The Roblox ad system does not currently show you your CPC, but it is a very useful concept. Put plainly, it is the number of Robux you have to bid to get a single click. Good ads will have a low CPC; bad ads will have a large CPC.

Creating an Ad

To create an ad, go to your Create page, click on the Games tab, and find the game you want to advertise. Then, click the gear icon on the right and select Advertise. This will bring you to a page where you can get the ad templates and upload ads.

Using an Ad

Once you have created and uploaded an ad, you can now display it. Go to you profile and press Ad Inventory. This brings you to a page where you can run your ads on the site. To start running an ad, press Run ad on the right side of the pane. You have to bid to get your ad put up over other people’s ads.

Ad Statistics

adstats

  • Impressions — How many times your ad has been shown on a page so far.

  • Clicks —How many time people have clicked your ad.

  • CTR — What percentage of showings resulted in people clicking on the ad.

  • Bid — How much you bid.

Tags:
  • advertising
  • marketing